SEOs are from Venus and PRsare from Mars - will theplanets ever collide?                              A presentation for S...
FIRSTLY, LET’SGET OVER THEBASICS...
INDUSTRY ANALYSTSHAVE BEEN SAYINGFOR YEARS THAT PRAND SEO WILL CONVERGE...
PR        WHY IS SEO AND PRPR                       CONVERGING? PRPR                  PR                         CAN INFLU...
WHY IS SEO AND PRCONVERGING? TAKEA LOOK AT THE LINK EQUITY OF THESEBIG ONLINE BRANDS
SOME OF THE HIGHEST VALUE LINKS TO EXPEDIA AND MONEYSUPERMARKET ARE ALL PR LINKS                                    SEE BE...
SO PR IS GOOD FORBUILDING LINKSFROM AUTHORITYDOMAINS...                    AN SEO DREAM
SO WHY HAVEN’TSEO AND PR JUMPEDINTO BED ALREADY...
CREATIVE                                OPINIONATED                         EGOTISTICALIS IT OUR         PRs              ...
IN MY OPINION, THEREARE TWO DIFFERENCESBETWEEN PRs and seos:         is gro unded          the    seo              y and  ...
although intangible, ‘pr outcomes’, suchas brand building and reputation, have ahigh perceived value with shareholdersand ...
for prs, brand andreputation is big business                             billion                              the size of ...
however, inbound links sadly meannothing to many prs. most don’t evenreport the links that they generate              they...
FOR MANY SEOs, measuringreputation and brandis outside their webanalytics’ comfort zone                           but meas...
SO how can seosand prs get it on13 actionable insights
Actionable insight1.                   prs: if you don’t understand search yet                     then start learning now...
Actionable insight2.                   seos: forget pr tactics and start by                     talking the language of ‘o...
Actionable insight3.                   a new set of metrics needs to be created                     for seos and prs to re...
Actionable insight4.                   at the very least, learn to measure the basics                     SEOs need to mea...
Actionable insight5.                   as well as focusing on measurement, prs                     and seos need to get mo...
Actionable insight6.                   seos need to think less about press                     releases and think more bro...
Actionable insight7.                   be news-worthy (link-worthy)                     create news-worthy content which h...
Actionable insight8.                   seos: understand appropriate                     messaging and use of controversy  ...
Actionable insight9.                   it is not just press releases                     that generate links              ...
Actionable insight10.                  provide a reason to link back to the                     website. link to further i...
Actionable insight11.                  as well as using anchor text, write the                     url out in full        ...
Actionable insight12.                  Less can be more. Don’t write 20 blog                     posts, instead spend the ...
Actionable insight13.                  PRs: don’t just be ‘white hat’. Manual                     link building works! A w...
CONCLUSION             Let’s broaden our skills, the             strategies that we deploy and             what we measure
ABOUT THE AUTHOR         James Crawford is the Managing Director of         PR Agency One and has a keen interest in the  ...
thank you
appendix 1      PR beginners guide to SEO      How to create compelling content that ranks      in search engines      Lin...
appendix 2      Some good PR basics are in here      (a bit basic in parts)      Link building lessons from PR      COI’s ...
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PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR

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SEOs are from Venus and PRs are from Mars, will the planets ever collide? This is a presentation by James Crawford of http://www.pragencyone.co.uk which looks at the challenges faced if SEO and PR will ever meet. The presentation also includes actionable insights on how SEOs can deploy PR tactics to improve link building and search engine visibility

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  • Great Resource. Really well done job.

    effective seo
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  • @claireatwaves Cheers Claire. I just spotted your comment on Slidshare Ha, I like my character analysis. I might use it as the basis of my first book!
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  • @thegrumble Cheers Matt. Just spotted this comment.
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  • @thegrumble Me too! Not sure about the character slating of PR folk though! :-)
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  • Came here from Claire Thompson's State Of Search article. Really insightful - you've put into words something I've struggled to articulate ('cos I only really see it from one side) for a while.
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PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR

  1. 1. SEOs are from Venus and PRsare from Mars - will theplanets ever collide? A presentation for SAScon 17th May 2012
  2. 2. FIRSTLY, LET’SGET OVER THEBASICS...
  3. 3. INDUSTRY ANALYSTSHAVE BEEN SAYINGFOR YEARS THAT PRAND SEO WILL CONVERGE...
  4. 4. PR WHY IS SEO AND PRPR CONVERGING? PRPR PR CAN INFLUENCE ALL PR PR THESE SEARCH ENGINE RANKING FACTORS...
  5. 5. WHY IS SEO AND PRCONVERGING? TAKEA LOOK AT THE LINK EQUITY OF THESEBIG ONLINE BRANDS
  6. 6. SOME OF THE HIGHEST VALUE LINKS TO EXPEDIA AND MONEYSUPERMARKET ARE ALL PR LINKS SEE BELOW
  7. 7. SO PR IS GOOD FORBUILDING LINKSFROM AUTHORITYDOMAINS... AN SEO DREAM
  8. 8. SO WHY HAVEN’TSEO AND PR JUMPEDINTO BED ALREADY...
  9. 9. CREATIVE OPINIONATED EGOTISTICALIS IT OUR PRs EXTROVERTPERSONALiTIES?OR DO OPPOSITES ANALYTICALATTRACT? SEOs TECHNICAL PRACTICAL COMMERCIAL
  10. 10. IN MY OPINION, THEREARE TWO DIFFERENCESBETWEEN PRs and seos: is gro unded the seo y and skill in tang ibilit gap s surea bility. mea pr le ss so.
  11. 11. although intangible, ‘pr outcomes’, suchas brand building and reputation, have ahigh perceived value with shareholdersand boards of directors
  12. 12. for prs, brand andreputation is big business billion the size of the uk pr industry
  13. 13. however, inbound links sadly meannothing to many prs. most don’t evenreport the links that they generate they lack the skills / knowledge to do this
  14. 14. FOR MANY SEOs, measuringreputation and brandis outside their webanalytics’ comfort zone but measuring brand and reputation can be done. it is just expensive
  15. 15. SO how can seosand prs get it on13 actionable insights
  16. 16. Actionable insight1. prs: if you don’t understand search yet then start learning now. innovate or die (if you really are a beginner see appendix 1 for suggested links and further reading)
  17. 17. Actionable insight2. seos: forget pr tactics and start by talking the language of ‘outcomes’ for brand, reputation, profile and measurement (tactics will follow) (see appendix 2 for some useful links)
  18. 18. Actionable insight3. a new set of metrics needs to be created for seos and prs to really integrate - track search metrics, opinions, brand, reputation metrics and the impact of these on shareholder value
  19. 19. Actionable insight4. at the very least, learn to measure the basics SEOs need to measure  End
user
opinions
and
sen-ment
 PRs need to measure  Branded
search
traffic
 and
the
impact
on
brand
and
 reputa-on
 Real
world
metrics,
e.g.
foo<all
 Domain
authority
 Key
messaging
 In
bound
links
/
link
equity
 Share
of
voice
 Search
results
/
conversions
 Referral
traffic
 SERPs

  20. 20. Actionable insight5. as well as focusing on measurement, prs and seos need to get more aware of each other’s tactics
  21. 21. Actionable insight6. seos need to think less about press releases and think more broadly about a range of tactics that can generate links
  22. 22. Actionable insight7. be news-worthy (link-worthy) create news-worthy content which has: - proximity - timeliness - human interest / novelty - conflict - eminence and prominence - consequence and impact - visuals (press photos, video footage)
  23. 23. Actionable insight8. seos: understand appropriate messaging and use of controversy Good Bad
  24. 24. Actionable insight9. it is not just press releases that generate links Consumer media  Trade / B2B  News
and
features
 Thought
leadership
 Stunts
 Guest
posts
 Features
 Research
 Product
reviews
 Content
marke>ng
 Compe>>ons
 News
and
features
 Advertorials
 Market
reports
 Research

  25. 25. Actionable insight10. provide a reason to link back to the website. link to further information / source of research in your release train your spokesperson to mention the resource and link in interviews
  26. 26. Actionable insight11. as well as using anchor text, write the url out in full journalists often don’t cut and paste anchor text so the link is lost
  27. 27. Actionable insight12. Less can be more. Don’t write 20 blog posts, instead spend the same amount of time turning this original content into one definitive industry report (link bait) Then PR the content. (You can turn it into 20 blog posts later)
  28. 28. Actionable insight13. PRs: don’t just be ‘white hat’. Manual link building works! A website which is visible to search brings traffic, aids social sharing and discovery by journalists
  29. 29. CONCLUSION Let’s broaden our skills, the strategies that we deploy and what we measure
  30. 30. ABOUT THE AUTHOR James Crawford is the Managing Director of PR Agency One and has a keen interest in the space where SEO and PR meet. For more information about James and his business visit www.pragencyone.co.uk Call him on 07793 441 6986 Twitter: @jamescrawford
  31. 31. thank you
  32. 32. appendix 1 PR beginners guide to SEO How to create compelling content that ranks in search engines Link building lessons for PR SEGMENT SOCIAL MEDIA TRAFFIC USING GOOGLE ANALYTICS
  33. 33. appendix 2 Some good PR basics are in here (a bit basic in parts) Link building lessons from PR COI’s guide to PR measurement AMEC guide to PR evaluation (A bit academic) Why reputation matters How to measure reputation
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